Authenticity in business goes a long way towards success. As customers, we look for and want to connect with real, truthful brands. We would rather deal with a business we feel to be authentic than one full of generic marketing bluster.
At the end of the day, one of the attributes that will set you apart in a sea of bland competition, will be your ability to communicate your authenticity.
How can you convey authenticity in business?
Being authentic is about being truthful and honest, in your brand and marketing, regarding the strengths of your business and the benefits you bring to your customers, NOT using brand and marketing to mask any weaknesses of your offer.
An example of being INAUTHENTIC is the attempt to make something look and seem desirable when it actually adds nothing of value to your product or service.
For instance, if you run a garage workshop for drive-in repairs, and you oversell the fact you offer free tea and coffee, comfy chairs in the waiting room and snacks, instead of focusing on the quality repair service you deliver, you risk coming across as lacking authenticity. No one is going to put a free biscuit over a bad car repair. Even a chocolate one!
What can we do in web design to convey authenticity?
There are elements of web design that are effective in conveying authenticity, honesty and integrity. First of all, you need to get a web designer who understands authenticity and doesn’t just fit you into a pre-prepared mould of design.
With so much generic, samey looking web design out there, avoid a web designer who doesn’t have the energy to approach your design with the individuality you need.
Use authentic photos and videos
Avoid stock photos that are obviously stock. Images that are too clean and don’t look anything remotely like your setup will send a signal to your audience that you potentially have something to hide. We’re not saying don’t use stock, just choose images that represent your authentic offer.
Have one simple offer
Don’t try to squeeze 20 benefits into one paragraph of content. Explain your main offer in clear, straightforward language, of how your customers can benefit from doing business with you.
Display reviews and testimonials
Let your customers speak to your audience; they will do so in a voice that’s not yours, which is crucial to show you maintain a real, trustworthy, credible customer community others will want to belong to.
List out the value-based benefits
The less flowery the better. A simple, at-a-glance list of the benefits customers will receive in working with you, shows confidence and upfront honesty.
Display industry badges
If you have industry accreditations, awards and commendations, or credibility with well-known brands, add them to your website.
Have an FAQ – Frequently Asked Questions – page
Show that you have a genuine desire to help people, by adding the questions you get asked by real customers to your website. Check your sent emails for examples of the knowledge and help you give to your customers and share it in useful content.
Ensure you have an SSL certificate
Make sure the little padlock on your URL is there to signify you have a secure site and customers can rely on their communication between you being in a safe, encrypted environment. This is especially important if you take payments on your website.
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